“Though air care products enjoy a relatively high incidence of use, category sales have fluctuated in recent years and were flat during 2013-14. Consumers approach shopping the category with a cost-savings mindset and this has kept growth tempered. Continued integration of added functional benefits as well as new product innovations will be needed to reinvigorate air care sales.”- Gabriela Elani, Home & Personal Care AnalystThis report looks into the following issues:

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Table of contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

The market

Figure 1: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19

Market factors

Consumers still looking to save despite growing confidence in economy

Growth in Black and Hispanic populations will help the air care market

Segment performance

Figure 2: Total US retail sales and forecast of air care products, by segment, at current prices, 2011-16

Market players

Figure 3: Share of MULO sales of air care products, by leading companies, 2014

The consumer

Aerosols and scented candles are the most popular air care products

Figure 4: Air care product usage, May 2014

Scent and price top consideration for air care product users

Figure 5: Top air care product attributes, May 2014

Consumers prefer spice/ingredient scents

Consumers have an interest in a number of new product benefits and innovations

Figure 6: Interest in buying and willingness to pay more for new air care products and attributes, May 2014

What we think

Issues and Insights

Reinvigorate candle sales

The issues

The implications

Expand the current market with new products and functional benefits

The issues

The implications

Better engage male consumers

The issues

The implications

Trend Application

Trend: Mood to Order

Trend: Objectify

Trend: Prepare for the Worst

Market Size and Forecast

Key points

Sales and forecast of air care

Figure 7: Total US retail sales and forecast of air care products, at current prices, 2009-19

Figure 8: Total US retail sales and forecast of air care products, at inflation-adjusted prices, 2009-19

Flat sales expected for air care market

Figure 9: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19